RUMOR: Ram Might Launch NASCAR Driver Tryout Show

According to a recent report by Adam Stern of the Sports Business Journal, Ram is exploring the idea of launching a reality show to give aspiring race car drivers a shot at earning a ride in one of their NASCAR Craftsman Truck Series entries.

The project, still in the concept phase, would be part of Ram’s return to NASCAR in 2026. While Stellantis has confirmed its involvement in the Truck Series, the brand is openly looking at a future return to the Cup Series by 2027 or 2028.

As Stern reports, this tryout-style show could mirror past formats like “Roush Racing: Driver X,” which aired on the Discovery Channel in 2005 and helped Roush Racing (now RFK Racing) discover raw, unproven talent. Similarly, UFC has found great success with The Ultimate Fighter, a reality show that’s launched the careers of many MMA fighters since 2004.

Dana White, UFC President and known gearhead, has already voiced support for the potential project. In fact, Ram recently collaborated with White for its patriotic “Never Stop Being American” TV spot, which featured him as the voice-over. That ad is part of a bigger push by Ram CEO Tim Kuniskis, who wants the brand to stand out with bold, American-centric marketing as it re-enters the NASCAR world.

Sources told Sports Business Journal that if the reality show moves forward, it could air late this year or in early 2026. Executive Producer Craig Piligian — the man behind The Ultimate Fighter — may also be on board.

The concept is reportedly designed to spotlight up-and-coming drivers and give them a unique path into professional NASCAR racing. It’s not yet clear where the show would air — linear TV, cable, or streaming — but talks are ongoing.

White told SBJ that his involvement is “very possible,” though he didn’t go into further detail and directed questions back to Ram. Stellantis declined to comment on the project’s current status.

If greenlit, this could be a game-changing way for Ram to grab mainstream attention as it builds its NASCAR presence from the ground up. The move would also make Stellantis the fourth OEM in NASCAR, joining Toyota, Chevrolet (GM), and Ford, with Honda also rumored to be considering an entry.

For now, all eyes are on whether this high-octane reality show will become a reality.

Source: Sports Business Journal